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美团提出超级性价比时代,餐饮客单价回到10年前
Sou Hu Cai Jing· 2025-10-18 09:28
当外卖大战进入了全新的阶段,参赛各方开始选择从榜单着手,抢夺消费者的注意力和购买力。 在10月16日举行的第八届餐饮产业大会上,大众点评宣布推出"市井烟火榜",并升级大众点评星级评分体系和外卖评价体系,将为更多高分老店、优质小店 等提供大众点评"品质外卖"入口,以及专属流量扶持。 而这背后,餐馆数量的激增,带来了供给过剩和同质化竞争,也成为了点燃价格战的另一个隐性因素。 根据美团提供的数据显示,中国发达城市的千人门店数(每1000人可触达的门店)显著高于东京、巴黎、纽约等国际大都市,例如北京的千人门店数为 6.9,是纽约的2.2倍。 经历了外卖大战的狂风暴雨,餐饮市场经历了严峻的挑战和洗礼,即便在平台的流量扶持之下,价格战的阴霾或许仍然需要较长时间方能消化。 "这场外卖大战,助长的不是一个健康的市场,而是巨大的泡沫。"据美团外卖事业部总经理薛冰介绍,外卖补贴所催生的增量订单中,有45%是饮品品类, 有75%的订单价格在15元以下。5月以来平台商家的订单量暴涨,但客单价明显下滑,低价补贴会打乱餐饮商家的价格体系,未来需要很长时间修复。 外卖大战带来餐饮生态的改变 由外卖大战带来的低价内卷,正在重塑着整个餐饮市场 ...
“西贝风波”一月后,我们去线下看了看那些焦虑的餐饮店
Sou Hu Cai Jing· 2025-10-18 06:51
Core Insights - The article discusses the ongoing transformation in the restaurant industry following the "Xibei incident," highlighting how different companies are adapting to regain consumer trust and improve their brand image [1][2][20]. Group 1: Industry Trends - There is a significant gap in understanding the concept of "pre-made dishes" between businesses and consumers, indicating a need for better communication [1][2]. - The restaurant industry is expected to move towards greater standardization and transparency, especially with the introduction of national food safety standards [1][2]. - The industry is witnessing a bifurcation where companies must either pursue extreme efficiency through scale or focus on unique, personalized dining experiences [2][31]. Group 2: Company Responses - Companies like Xibei are implementing drastic changes, including price reductions, menu adjustments, and rebranding efforts to restore consumer confidence [1][4][20]. - Various restaurant players are adopting different strategies: some are making bold changes, while others are taking a more subdued approach to comply with consumer expectations [4][6][7]. - The "back kitchen live streaming" trend has emerged as a popular method for restaurants to showcase transparency and engage consumers [4][6][20]. Group 3: Consumer Behavior - Post-crisis, consumers are more inclined to seek transparency regarding food sourcing and preparation methods, leading to a shift in dining preferences [28][30]. - The demand for "superior cost-performance" in dining experiences is rising, with consumers expecting stable prices while desiring enhanced experiences [30][31]. - The article notes that the survival of mid-tier restaurants is increasingly threatened as consumers gravitate towards either highly efficient or uniquely personalized dining options [31][32]. Group 4: Market Data - The number of restaurant outlets in China is projected to increase from 6.74 million in 2023 to 7.99 million by mid-2025, indicating a growing market [29][30]. - Emerging brands in the restaurant sector are outpacing established ones, with new brands being more than twice as prevalent in key urban areas [30]. - The average monthly revenue per square meter for restaurants has stagnated, suggesting challenges in profitability despite the growth in the number of outlets [30]. Group 5: Future Outlook - The article suggests that the restaurant industry is entering a phase of "supply surplus," where only the most efficient or uniquely positioned players will thrive [31][32]. - Companies are encouraged to adopt manufacturing-like efficiency models to remain competitive, focusing on cost reduction and operational optimization [32][33]. - The trend towards personalization and niche offerings is expected to continue, with smaller, unique establishments gaining traction in the market [34].
餐饮客单价跌回十年前!美团重金“救市”背后:加固本地生活护城河
Hua Xia Shi Bao· 2025-10-17 13:38
当天,美团宣布升级面向餐饮商家"繁盛计划",追加28亿元帮餐饮商家守住利润、健康发展。王莆中还 表示,顾客对超级性价比的需求,正在重塑餐饮业,但性价比绝不应靠同行内卷。 不仅是餐饮行业进入了超级性价比时代,餐饮市场的竞争格局今年也变了模样:京东和淘宝闪购相继杀 入外卖市场,抖音、小红书上的探店经济日渐火热,互联网平台们在本地生活特别是餐饮上的竞争越发 激烈。 美团再出新招 美团在餐饮产业再有新动作。 据《华夏时报》记者了解,美团追加的28亿元具体包括:追加20亿元助力金,从主要覆盖有外卖业务的 商家,逐渐延伸到更多堂食商家,以及投入3亿元支持店型模式创新和投入5亿元推动"明厨亮灶"新基 建。在这之前,美团于2024年底启动面向中小商家的助力金计划,目前已覆盖36万餐饮商家。 此外,美团还计划推出市井烟火榜、对上榜小店提供专属流量扶持,并在10月16日当天正式发布了餐饮 商家的AI决策工具袋鼠参谋,并向行业所有商家免费开放。 这些新动作,代表着美团在餐饮进入超级性价比时代的路线选择。 本报(chinatimes.net.cn)记者卢晓 北京报道 "我们正式进入了一个超级性价比时代。这不是最好的时代,也不是最差的 ...
美团追加28亿帮扶商家,5亿用于“明厨亮灶”新基建
转自:北京日报客户端 餐饮增速放缓,商家如何"靠真本事吃饭"?10月16日,第八届餐饮产业大会在北京举办,美团在会上表 示,将追加28亿元对商家进行帮扶,包含20亿元助力金、3亿元支持店型模式创新,以及5亿元推动"明 厨亮灶"新基建。 国内餐饮大盘从3万亿到4万亿用时3年,从4万亿到5万亿用时5年,整体增速明显放缓,餐饮客单价有所 下降。与此同时,餐馆数量激增,近两年从供不应求快速转变为供大于求,供给过剩带来同质化竞争, 甚至引发"价格战"。消费趋势开始转向,餐饮行业进入超级性价比时代。 平台数据显示,今年新增的外卖订单中,有七成来自15元以下的低价区间。今年5月"外卖大战"后,通 过补贴催生的增量订单中,近一半是饮品。"顾客被低价吸引来,但补贴一退,就走了;而被打乱的价 格体系,却很难再恢复。"美团外卖事业部总经理薛冰在会上表示。 与此同时,新的趋势逐渐显现。外卖"一人食"订单增长超40%,"小份菜" 搜索量年增速超过32%,六成 的用户对配送速度的要求极为迫切……随着外卖行业告别"供给稀缺"、迈入万亿规模的成熟期,新的变 化与挑战正在发生。 在此过程中,多家餐饮品牌围绕"轻"字进行店型创新,用"小而精"取 ...
美团宣布追加28亿元支持商家创新经营
10月16日,由美团主办的第八届餐饮产业大会在北京举办,上千位餐饮商家负责人齐聚,共探行业长效 经营新思路。 "消费趋势开始转向,餐饮行业进入超级性价比时代。"美团核心本地商业CEO王莆中在会上表示,顾客 对超级性价比的需求,正在重塑餐饮业,性价比绝不应靠同行内卷,而是需要商家发挥结构性成本优 势、实现全方位经营水平提升。 会上,美团宣布餐饮商家"繁盛计划"再升级,推出四大项举措,追加28亿元帮商家守住利润、健康发 展,具体包括:追加20亿助力金;3亿元支持店型模式创新、5亿元推动"明厨亮灶"新基建;推出市井烟 火榜、升级商家评价评分体系;免费开放全场景AI经营工具等举措,助力百万好店生意长红。 活动现场,美团正式发布最新推出的餐饮商家AI决策工具——袋鼠参谋,该产品目前已向行业所有商 家免费开放。 超级性价比时代,餐饮商家更需要长效经营阵地 构建品质餐饮生态土壤,助力堂食增长 "品质餐饮从来不是'流量过客',而是我们要守护的'行业根基'。"美团副总裁、美团到店餐饮事业部总 经理魏巍介绍,针对品质餐饮堂食生意提升,过去一年里,美团在生态优化、服务创新、经营升级三大 方向进行探索,未来会投入更多资源,帮助优质的 ...
美团追加28亿元助力堂食和外卖高质量增长 发布餐饮商家AI决策工具
Sou Hu Cai Jing· 2025-10-17 00:37
Group 1 - The core viewpoint of the article is that the restaurant industry is entering an era of "super cost-performance" driven by changing consumer trends, emphasizing that businesses should leverage structural cost advantages rather than relying on competition among peers [1][3] Group 2 - Meituan announced an upgrade to its "Prosperity Plan" for restaurant merchants, introducing four major initiatives with an additional investment of 2.8 billion yuan to help merchants maintain profits and develop healthily [3] - The specific initiatives include an additional 2 billion yuan support fund primarily for merchants with takeaway services, extending to more dine-in merchants; 300 million yuan for supporting innovative store models; 500 million yuan for promoting "bright kitchen and stove" infrastructure; and the launch of a city smoke and fire list along with an upgraded merchant evaluation system [3] - Meituan introduced a new AI decision-making tool for restaurant merchants called "Kangaroo Advisor," which utilizes its self-developed large model "Longcat" to cover various aspects of daily operations, including market analysis, store location selection, menu development, and financial analysis, and is currently available for free to all industry merchants [3]